Sou Hu Wang·2025-11-24 11:31Core Insights - The article highlights the launch of a large-scale marketing campaign by Kuaishou E-commerce, themed "Warm Winter Good Food Light," aimed at boosting winter consumption from November 24 to December 7 [1] Group 1: Seasonal Consumption Trends - The campaign aligns with the seasonal shift in consumer preferences, moving from autumn's "moisturizing" foods to a desire for "warm and palatable" dishes as winter approaches [3] - There is a noticeable increase in the purchase of warming ingredients such as beef, lamb, seasonal vegetables, and fresh mushrooms, as consumers prepare for winter gatherings and traditional customs [3] Group 2: Incentives for Creators - Kuaishou E-commerce has introduced various incentives for content creators, including traffic vouchers for short videos tagged with WarmWinterGoodFoodLight and "surprise red envelope" subsidies in live streams to boost sales conversion [4] - The platform will host a competition for creators, with rankings based on GMV in two categories: "Fresh Goods for Winter" and "Food Supplements for Winter," offering rewards for top performers [4] Group 3: Commitment to Livelihood and Consumer Confidence - The "Warm Winter Good Food Light" campaign is supported by Kuaishou E-commerce's long-term focus on the livelihood consumption sector, with significant growth reported in the first nine months of 2023 [5] - The platform's "Livelihood Special Plan" has shown over 20% year-on-year growth in GMV for livelihood products, with a notable increase in the number of high-performing products [5] - The campaign aims to provide consumers with a warm and reassuring shopping experience through a combination of quality products and a trusted e-commerce ecosystem [5]